Hubungan yang Diperluas Meningkatkan Kemampuan Twitter untuk Merencanakan dan Menjalankan Strategi Video
New York – April 8, 2021 – Today, Nielsen (NYSE: NLSN) and Twitter (NYSE: TWTR) announced the expanded integration of Nielsen’s audience measurement and outcomes cross-media solutions into Twitter’s video ad platform. The integration includes new subscription to Nielsen Media Impact (NMI) and Nielsen Ad Intel and expanded access to Nielsen Total Ad Ratings (TAR). Together, these tools will enable Twitter to help video advertisers do more robust pre- and post-campaign planning, maximize ad inventory, understand cross-media planning and deliver campaign results with increased speed and agility.
“With a highly engaged audience and powerful premium video content, Twitter is where advertisers can connect with consumers in the moments that matter most to them,” said Doug Brodman, Twitter’s Director of North America Agency and Platform Solutions. “Nielsen’s cross-media suite will make it easier to augment our client’s video strategy and planning with Twitter’s premium video inventory and optimize audience reach and frequency alongside other top video platforms. Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter’s video solutions for our agency partners and advertisers.”
Untuk meningkatkan penggunaan NMI dan TAR, Twitter akan memanfaatkan data Peringkat TV Nasional Nielsen untuk menambah wawasan kampanye iklan di seluruh platform. Setiap solusi dan dataset memberikan Twitter alat dan kemampuan yang unik untuk memperkuat salah satu platform yang paling aman dan berdampak bagi para pengiklan: Twitter Amplify, sebuah platform iklan video yang memberikan pengiklan peluang pre-roll dan sponsor di samping konten video premium. Implementasi alat pengukuran dan perencanaan Nielsen, memberikan pandangan holistik tentang kinerja kampanye di semua platform video termasuk TV.
- Nielsen Media Impact: NMI is a cross-media planning solution powered by a suite of underlying Nielsen data including National TV Ratings, Ad Intel, Digital Content Ratings and others. It helps advertisers find insights into their target audiences, their lifestyle and media preferences so they can create connections with those audiences. With NMI, advertisers on Twitter can conduct more granular plans and optimization models that showcase various investment scenarios.
- Nielsen Ad Intel: Ad Intel captures, organizes and analyzes advertising spend and creatives around the world, offering the most complete source of cross-platform advertising intelligence available today. This will give Twitter a global view of new sales opportunities and a clearer view of an advertiser’s media mix – a critical step in executing effective media plans.
- Nielsen Total Ad Ratings: Twitter is expanding its access to TAR’s enhanced reporting capabilities. Now, in addition to having the ability to show incremental, deduplicated reach and frequency it delivers on cross-screen campaigns, Twitter will have real time visibility into how an advertiser’s campaign is pacing. This will allow for more in-flight customization.
"Untuk bersaing dalam ekosistem yang terfragmentasi, penerbit membutuhkan alat yang membantu mereka merencanakan strategi media lintas media secara efisien serta memberikan analisis yang lebih dalam dan wawasan yang lebih kuat tentang kampanye pengiklan di seluruh layar," kata Jay Nielsen, SVP, Planning Products, Nielsen. "Penggunaan NMI dan Ad Intel oleh Twitter menyamakan kedudukan dan memastikan mereka memiliki metrik dan alat yang sama dengan agensi dan pengiklan, sehingga memudahkan penyelarasan pada tujuan dan rencana yang sama. Dengan kemampuan TAR yang dipercepat, Twitter sekarang dapat memonetisasi jangkauan dan frekuensi tambahan yang ditayangkan oleh iklan di platform mereka dengan lebih baik. Secara keseluruhan, kolaborasi kami yang diperluas ini akan membantu Twitter memaksimalkan platform video mereka dan membuka lebih banyak nilai bagi para pengiklan seiring dengan terus berkembangnya jenis konsumsi video ini."
As media consumption evolves alongside consumer demand and digital-first strategies drive greater desire for comparable metrics, the need for a single, cross-media currency is more clear than ever. Cross-media solutions like these and Nielsen ONE, uniquely position Nielsen to deliver essential tools for publishers and advertisers to quickly adapt to consumer and industry trends across channels.
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Nielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is EverythingTM to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.
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